Mobile is the future of the web

Use of the web via mobile phones and other mobile devices is soaring as more people turn to the web to make better use of 'dead time' when they are on the move.

In 2008, 12 per cent (7.4 million)* of all mobile phone users in the UK use mobile internet services, according to Continental Researc.

Forrester research suggests that this figure will rise to 38 per cent of mobile phone users in Western Europe by 2013.

Key barriers to further penetration include lack of awareness (not all mobile users know how to get online) and websites that aren't designed with mobile use in mind.

People on the move might use the web to look up directions to a shop or restaurant or to check bus or train times.

"We increasingly expect to be able to get the information we need, in the format we want it, wherever we are", said Elinor Hardman, Experience Architect at digital design agency Fortune Cookie..

"Mobile devices are fabulous tools of convenience.

"When facing 'dead time' (such as on a bus or train or in a taxi) people can use the web on their mobile device for research, shopping, social networking or catching up on last night's TV".

Fortune Cookie advises a number of big British brands on their online strategy and is increasingly asked to provide companies with guidance on how to make their online content work on mobile devices.

"Mobile internet use is mostly task based", said Hardman.

"When creating mobile websites or 'stylesheets' for handheld devices companies need to consider what information users are most likely to be looking for or what they will want to achieve.

"They should then create optimised user journeys accordingly based on their understanding of their customers' needs.

"When more companies begin to do this more effectively, the age of the mobile web will truly take off".

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